Beauty & Wellness

A Monthly Rhythm

A retainer is not one project, it is the same project every month. Plan the month, make the month, publish the month, then open the next sheet and do it again with a different set of gaps to fill.

What This Page Shows

The creative itself was mostly people: a stylist working on a client, a room full of workshop participants. They are a client's customers rather than design assets, and none of them agreed to appear on our website.

So what you see here is the planning and the reporting. A month of calendar, one campaign brief, two channel dashboards. It is the half of the work that shows the thinking, which is the half worth reading anyway.

The Content Calendar

Serenease gets a month on one sheet, Meta across the top half and TikTok below it. Every slot is marked with what it is before anything is made, and each format carries its own shade, so a gap reads as a gap.

Planning a whole month in one pass is what makes a retainer survivable. The holes turn up while there is still time to fill them, and the client can see what they are getting without asking.

Campaigns on Paper

Care Indeed's paid work went on paper first. One row per campaign, with the platform, the objective, the schedule, the audience, the rate type and what it was expected to return.

Two campaigns sat on that sheet. One asked families about live-in care, the other recruited caregivers. Same client, opposite audiences, which is why they were written side by side instead of run from memory.

Two Platform Cuts

The same month of video was cut for Instagram and TikTok, which are not the same brief. The calendar carries two grids for that reason, and the TikTok row does not always match the Meta row above it. The editing was ours and the footage was theirs.

Beyond the Graphics

It did not stay at graphics. We wrote newsletter copy for one of them, the product storytelling and the calls to action, though the email design was somebody else's and we are not claiming it.

A pilates studio also wanted a website, which we built on GoDaddy. Their site carries their instructor's name and face, so it is described here and never shown.

The Channel Reporting

The two panels below are Facebook and Instagram reporting for two of the clients named above, exported as they stood at the end of a run. They are here whole, including the one figure that went down. No number from either appears anywhere in this write up.

Where It Sits Now

The retainers ran their months and stopped. Every account and every working file sits with the people who own them, and we have no hand in what goes out now.